IJCOPE Journal

UGC Logo DOI / ISO Logo

International Journal of Creative and Open Research in Engineering and Management

A Peer-Reviewed, Open-Access International Journal Supporting Multidisciplinary Research, Digital Publishing Standards, DOI Registration, and Academic Indexing.
Journal Information
ISSN: 3108-1754 (Online)
Crossref DOI: Available
ISO Certification: 9001:2015
Publication Fee: 599/- INR
Compliance: UGC Journal Norms
License: CC BY 4.0
Peer Review: Double Blind
Volume 02, Issue 05

Published on: May 2026

THE INFLUENCE OF PRODUCT AVAILABILITY ON PURCHASE FREQUENCY AT CAVINKARE PRIVATE LIMITED, CHENNAI

SHAVINI K

R. Javi Prabha

Dhanalakshmi Srinivasan University, Tiruchirappalli, Tamil Nadu -621112
DOI:https://doi.org/10.55041/ijcope.v2i5.878

Article Status

Plagiarism Passed Peer Reviewed Open Access

Available Documents

Download PDF Review Report

Abstract

This study investigates the influence of product availability on the purchase frequency of CavinKare products among consumers in Chennai. Recognising product availability as one of the most powerful drivers of consumer buying behaviour in the FMCG sector, the research examines six key availability dimensions: shelf availability and stock depth, assortment width and SKU completeness, shelf visibility and display quality, stockout frequency and consumer impact, multi-channel availability, and purchase frequency and loyalty behaviour. A descriptive cum analytical research design was adopted and primary data were collected from 120 adult CavinKare consumers in Chennai using a validated 30-item Likert-scale questionnaire. Statistical tools including percentage analysis, weighted average score, cross-tabulation, one-way ANOVA, Pearson correlation, and multiple linear regression were applied. Results reveal that shelf availability is the strongest predictor of purchase frequency (beta = 0.271), stockout frequency is the strongest negative predictor (r = -0.712), and the regression model explains 67.4% of variance in purchase frequency (R² = 0.674). Stockout frequency and SKU completeness emerge as the most critical improvement areas.

Keywords: Product Availability, Purchase Frequency, CavinKare, FMCG, Stockout, Distribution, Shelf Visibility, Consumer Behaviour, Chennai

 

How to Cite this Paper

K, S. (2026). The Influence of Product Availability on Purchase Frequency At Cavinkare Private Limited, Chennai. International Journal of Creative and Open Research in Engineering and Management, <i>02</i>(05). https://doi.org/10.55041/ijcope.v2i5.878

K, SHAVINI. "The Influence of Product Availability on Purchase Frequency At Cavinkare Private Limited, Chennai." International Journal of Creative and Open Research in Engineering and Management, vol. 02, no. 05, 2026, pp. . doi:https://doi.org/10.55041/ijcope.v2i5.878.

K, SHAVINI. "The Influence of Product Availability on Purchase Frequency At Cavinkare Private Limited, Chennai." International Journal of Creative and Open Research in Engineering and Management 02, no. 05 (2026). https://doi.org/https://doi.org/10.55041/ijcope.v2i5.878.

Search & Index

Google Scholar Crossref DOI ResearchGate

References


  1. Ajzen, I. (1991). The theory of planned behavior. Organizational Behaviour and Human Decision Processes, 50(2), 179–211.

  2. Campo, K., Gijsbrechts, E., & Nisol, P. (2000). Towards understanding consumer response to stock-outs. Journal of Retailing, 76(2), 219–242.

  3. Chandon, P., Hutchinson, J. W., Bradlow, E. T., & Young, S. H. (2009). Does in-store marketing work? Effects of the number and position of shelf facings on brand attention and evaluation at the point of purchase. Journal of Marketing, 73(6), 1–17.

  4. Chopra, S., & Meindl, P. (2016). Supply chain management: Strategy, planning, and operation (6th ed.). Pearson Education.

  5. Corsten, D., & Gruen, T. (2003). Desperately seeking shelf availability: An examination of the extent, the causes, and the efforts to address retail out-of-stocks. International Journal of Retail & Distribution Management, 31(12), 605–617.

  6. Deloitte. (2023). Indian FMCG sector: Growth, trends and strategic outlook 2023. Deloitte Insights Report.

  7. Drèze, X., Hoch, S. J., & Purk, M. E. (1994). Shelf management and space elasticity. Journal of Retailing, 70(4), 301–326.

  8. Gruen, T. W., Corsten, D. S., & Bharadwaj, S. (2002). Retail out-of-stocks: A worldwide examination of extent, causes, and consumer responses. Grocery Manufacturers of America.

  9. IBEF. (2023). FMCG industry in India: Market overview and growth projections 2023. India Brand Equity Foundation.

  10. Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.

  11. Kumar, R., & Banerjee, S. (2019). Distribution reach and purchase frequency in Indian FMCG markets: An empirical study across 12 cities. Indian Journal of Marketing, 49(4), 23–38.

  12. McGoldrick, P. J. (2002). Retail marketing (2nd ed.). McGraw-Hill Education.

  13. Menon, R., & Gopalan, S. (2021). CavinKare distribution audit in Chennai: Outlet coverage, assortment completeness, and stockout analysis. FMCG Distribution Research Monograph.

  14. Neslin, S. A., Grewal, D., Leghorn, R., Shankar, V., Teerling, M. L., Thomas, J. S., & Verhoef, P. C. (2006). Challenges and opportunities in multichannel customer management. Journal of Service Research, 9(2), 95–112.

Ethical Compliance & Review Process

  • •All submissions are screened under plagiarism detection.
  • •Review follows editorial policy.
  • •Authors retain copyright.
  • •Peer Review Type: Double-Blind Peer Review
  • •Published on: May 31 2026
CCBYNC

This article is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License. You are free to share and adapt this work for non-commercial purposes with proper attribution.

View License
Back to Volume 02, Issue 05View All Issues Next Article

← Previous Article

The Influence of Educational Content and Internship-Driven Branding on Corporate Reputation

Next Article →

The Mediating Role of Customer Trust in the Relationship Between Brand Image and Brand Loyalty Towards Electric Vehicle Brands
Scroll to Top